This welcome pack for The British Red Cross takes inspiration from the iconic Red Cross food parcel, tied up with brown paper and string. It includes three incentives that introduce the supporter to three different areas of the charity’s work. It stands and leaves the supporter feeling warm inside. A great engagement tool.
This work was also featured in 'I wish I'd thought of that', a monthly article showcasing work that guest creative directors had seen. Here's what was said:
"You know when you see some advertising message and wish you had done it… Well the British Red Cross Welcome pack is exactly in that category. An “Emergency Aid Parcel “was put on my desk by a colleague who had just been signed up on the street by BRC. The parcel cleverly leverages the iconic Red Cross food parcel from years ago. (brown paper and string).
Inside the cardboard box are 6 simple items. The certificate which gives the supporter great post purchase reassurance “You are now part of the world’s largest humanitarian organisation….”
3 cards with attachments cleverly illustrate and bring together the different strands of BRC work, supporting vulnerable in the UK, raising people out of poverty in the world’s poorest countries and providing practical support that they give in an emergency. The attachments are a teabag, a packet of seeds and an emergency ration of chocolate, you can guess which areas of work they are referring to. Finally a really neat member get member letter and envelope and a next steps leaflet."